The project is a partnership between JoJo Maman Bébé, Barnardo's and Hubbub. JoJo's CEO, Laura Tenison, is asking people to gift good quality unwanted baby and children's clothes by dropping them off at one of JoJo Maman Bébé's stores across the UK. The garments will then be sorted, gift-wrapped and distributed through Barnardo's to families in need on Mother's Day 2015.
As you can see from the photo, the gifts were piling up all day outside JoJo’s Eloise Van at Somerset House.
We already know that nearly one-third of UK clothing ends up in landfill, losing all value. So it's great to see a new initiative that increases the lifespan of clothing and reduces the amount of clothing that goes to waste. The added benefit here is that it's helping disadvantaged families.
Clothing, and perhaps children's clothing in particular, often comes with an emotional attachment: it can mean a lot to us. So the team at JoJo are asking you to share a post about the gift you're giving – and it's even better if it includes a memory and a photo – using the hashtag #MotherToAnother. These will be gathered together in an online Storify Feed.
How to get involved
1. Sort and bag your outgrown or unwanted baby and children's clothes (0–6 years old), making sure all items are folded, clean and in good condition.
2. Print off a 'From a Mother to Another' label, which you can download from the JoJo Maman Bébé community website.
3. Take your goodie bag to a JoJo Maman Bébé store where it will re-packed in a gift box and passed on to Barnardo's to be delivered to those in need.
UPDATE: Donations are now being collected until 30th April 2015.